The menopausal consumer acts as an untapped market for many health and beauty businesses as these consumers are increasingly looking to treat their symptoms holistically. Both internal and external treatments begin to thrive with opportunity in phytoestrogens, Ayurveda and the microbiome. Menotech offers solutions in terms of tracking and symptomatic relief, while community offers a more affordable option in educating consumers, fighting taboos and fostering a support system.
Menopause occurs in three stages: perimenopause, menopause and post-menopause, with perimenopause responsible for the majority of symptoms including hot flushes, vaginal dryness and changes in mood.
Delayed diagnosis and its associated health risk prevents many women from taking HRT during the perimenopause leading them to adopt lifestyle treatment approaches.
Phytoestrogens, ayurvedic techniques, adaptogens and probiotics offer internal and external treatment, while lifestyle impacts such as stress and sexual wellness become of increasing importance.
Menotech offers the potential to democratise women’s health though telehealth, symptomatic treatment and tracking. However, this is largely limited by internet access and smartphone penetration in many regions, as well as affordability and growing data privacy concerns.
While education is growing and taboo is declining, menopause remains firmly behind other biological processes, such as menstruation. Brands fostering education and community offer an antidote to this taboo and build consumer loyalty.
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